Missed Your Ad Sales Target? Say It’s A Green Thing
06.05.2008
That’s what the New York Post did yesterday. “Today’s New York Post is greener with less paper and fewer ads. Enjoy.”
Actually, I bet the Post made more money yesterday by dropping a bunch of standard ads in exchange for a more lucrative sponsorship idea. Great move on all fronts. Less advertising clutter, so the ads will likely to work better for the sponsor, the cable channel Planet Green. Readers, I bet, also prefer the lighter advertising mix. And, hey, you can’t dispute the claim that fewer total newspaper pages is better for the tree population.
The trees may be safer, but don’t count on the Post going soft on its other victims.
I think this isn’t just about going green, but also part of a general trend in premium media toward fewer, but more costly and more finely targeted ads. I discussed a similar situation with TV here.